An Analysis On The Branding Of CCTV-5

China Central Television Sports Channel (CCTV-5) is the earliest and largest domestic professional sports Channel, holding the exclusive reporting right of numbers of top sports events, and is an extremely influencing sports TV broadcasting platform in China, even in Asia. However, it is not a long time since the CCTV-5 started to brand itself.In this paper, a research of branding construction of CCTV-5 is engaged by the way of literature review, comparing, interview and case analysis, mainly developed in two aspects of historicity and simultaneity. It is concluded as below:1 The branding of CCTV-5 developed closely related to international sports events. From ground to growing, to sufficient branding strategy implement, Olympic Games and World Cup played a positively stimulative role in every brand improvement of CCTV-5.2 Through the analysis of the current situation of CCTV-5 branding development, it is the interaction of seven main aspects which are branded sections, branded hosts, core resource——top sports event resource, self-managed branded sports events, self-made sports marketing, cross-media Integration and public signal making, etc. CCTV-5 is processed by making brand group as to build up the brand of the whole channel.3 Compared to the experience of development of foreign successful brands of sports media, CCTV-5 drop far behind them in two aspects of positively exploring overseas market and self-managing sports event as media as in the key section of sports industry, whereas it also means there is large space to get improved.4 CCTV-5 ought to make its choice between the short term goal and the long term goal. It is found out, by the analysis of the domestic internal environment, that the way of branding is "demands of situation, demands of people, responsibility of government, power from the interior and pressure from the exterior.From no consciousness under the planned economy system, to the germination of the theory of branding under the market economy system, to the stage of sufficient branding construction of CCTV-5 after the Beijing Olympic Games, it is entirely shown that CCTV-5 has made up its mind, not only domestically but worldwide, to build up a strong media brand.Nevertheless, in the process of branding, there are some problems to resolve, such as the limitation and challenge, which are over-dependence on the resource of foreign sports events, weak awareness of unexpected development based on the long term monopolistic position, unbalanced practitioners, etc. But by the experience of Beijing Olympic Games, no matter from the professional field of public signal making, or the market field of self marketing, CCTV-5 has made a large improvement, and in the future will continue to strengthen the consciousness of brand, to consummate the brands grouping system, to improve creative ability, to conform the trend of cultural and economical development. So far as by such a way, the goal to make a international branded sports channel would be achieved.